Lewis Hamilton will drive the Silver Arrow next season – then for Ferrari. A partnership from which not only the premier class of motorsport benefits.
Lewis Hamilton, together with Michael Schumacher, is the most successful driver in Formula 1 history. Like “Schumi”, the Brit has seven world championship titles. But he doesn’t want to be satisfied with that. Because instead of continuing with Mercedes and retiring there, the 39-year-old decided on a new adventure from 2025. One in red at Ferrari.
Hamilton moves to Scuderia – the racing team where Schumi achieved great fame. The racing team where Sebastian Vettel sought his fortune for five years (2015 to 2020). And the racing team, which now has a completely different focus. With Ferrari and Hamilton, two brands with international appeal are uniting. Robert Zitzmann, one of the managing directors of the Jung von Matt/Sports advertising agency, also sees it that way.
“The next chapter in an incredible sports story”
The sports marketing expert and agency boss tells t-online about Hamilton: “It’s the next chapter of an incredible life and athlete’s story. This is the next big challenge and much more than just the hunt for the eighth World Cup title and one Record for eternity. It is the chance not only to crown a sporting career, but to cement your status as an eternal icon of an entire sport.”
Hamilton is already an icon. He has made a name for himself not only through his seven world championship titles and sporting ambition, but also through his commitment on many levels. Hamilton is committed to fighting racism and promoting diversity. For the sake of the environment, he eats a vegan diet and is committed to animal welfare. With Hamilton and Ferrari, two motorsport greats are merging.
“Filling the Ferrari myth with new life”
Zitzmann explains the current Mercedes driver: “It’s not about having more titles than Michael Schumacher, but about filling the Ferrari myth with new life beyond following in his footsteps.” Because: Ferrari hasn’t been the right racing team to win titles recently. Since 1980, the Scuderia has only been allowed to celebrate at the end of the season five times. Schumacher won four times (2000 to 2004). Kimi Räikkönen achieved one in 2007. Since then, Ferrari has been waiting for the next coup.
“The Ferrari myth embodies almost timelessness and immortality,” said Zitzmann: “But a new, well-known face and a brand like Hamilton also helps to recharge this myth. It is also an appreciation of the Ferrari brand and the entire racing team.”
“Ferrari is alive and Hamilton is working – before the first race”
Zitzmann therefore believes that “both brands can benefit greatly from each other if they treat each other well and, ideally, are also successful in sport.” The first numbers already prove this. After Hamilton’s move was announced in 2025, Ferrari’s share price shot to a record high. Zitzmann says: “Ferrari is alive and Hamilton is working – even before the first race.”
That’s exactly what former Ferrari boss Luca di Montezemolo (1991 to 2014) sees. The 76-year-old told Italian news agency Ansa that he believes the move is a “way to shine the spotlight on the team that needs it.” The Brit’s commitment is “impressive”.
“The most glamorous pop star meets the most iconic brand”
Also because Hamilton could have had it much easier. He could have continued driving for Mercedes and later been a brand ambassador for the Silver Arrows. So he is looking for a new adventure at the age of 40.
Robert Zitzmann believes that this will bring Hamilton “new respect” because “no one really expected this step.” The managing director of Jung von Matt/Sports is excited about the idea of Formula 1 next season: “Hamilton is still the undisputed and most glamorous pop star in Formula 1 and is now meeting the most iconic and traditional Formula 1 brand with Ferrari. More storytelling doesn’t work – for sports, fans and media.”